Phuket's Longest Beach, Mai Khao, Still Unspoiled Even
Though Several Five-star Resorts Set to Open

Bangkok Post, ThailandMcClatchy-Tribune
Regional News

Apr. 7, 2008 - The crazy pace of the big metropolis seems to
be something from another planet when one walks down Mai Khao beach
early in the morning. This beach in the northwest of Phuket is still
unspoiled, protected as part Sirinath National Park. You won't find
beach umbrellas, vendors and food stalls here.

While in the past Mai Khao (white wood) beach was indeed very
isolated, things have changed today with a few five-star developments
opening up. The first was JW Marriott, followed this past December by
Sala Phuket, a five-star boutique hotel.

Getting ready to open in October this year is Anantara Resort
& Spa while Seacon Development too is developing the Renaissance
Phuket. Another development, West Sands, will feature a top-notch water
park, villas and condominiums plus a hotel, all managed by Outrigger
from Hawaii.

Some might think this is too much activity for this beautiful
beach but it is worth remembering that it is Phuket's longest beach and
is nationally protected. Garry Snodgrass, Sala Phuket's general
manager, said the scale of development so far has indeed been small
compared to what is taking place in, say, Dubai where around 80
five-star resorts are opening in the next two years.

Sala Phuket is a unique mixture of the very latest design
trend -- with shades of black on black and more black around the lobby
and the entrance, contrasted with red sofa sets. The pool villas, of
which there are 63 with the remaining 16 being deluxe balcony rooms are
all equipped with a private swimming pool. They have an outdoor but
sheltered bathtub, shower and toilet.

Mr Snodgrass said attention to detail makes the de'cor
outstanding. "What I find very interesting is that this is very
contemporary but it's still got soul. Contemporary these days is
minimalist, and it's contemporary with soul."

And what will make local people proud is that the entire
development is entirely Thai. "Everything we have in this resort was
made and sourced in Thailand," Mr Snodgrass said.

Guests enjoy the two beachfront swimming pools and restaurant,
and the stylised salas and swings at various vantage points add to the
charm.

As Mr Snodgrass sees it, there is room for more such
development on Phuket, but at the top not lower end. "I think the two-
and three-star markets, when you look at Patong and those areas, that
market is almost saturated. What there is a need for, where there is
potential for growth is the four- to five-star segment, particularly
the five-star segment, the five-star luxury sector. I think there is
plenty of room for growth there, and the consumer is demanding a higher
level of experience."

While big brands are well-suited to developing tourist markets
such as China, Russia and the Middle East, because they do offer a
certain comfort level, Mr Snodgrass sees that professional small
boutique operators are not only able to compete but actually raise the
bar in an established market such as Thailand.

"You have to remember that a lot of large hotels are now
diversifying into smaller brands because they are identifying that the
consumer is looking for a more personal experience than just becoming a
big number in a mass hotel."

These changes have set in because consumers are so much more
educated, informed and demanding today and know what they want. Helping
them make better holiday plans is of course the internet. Sala Phuket
itself obtains as many as 25 percent of its bookings online at the
moment, from its own site and popular wholesalers such as sawaddi.com,
asiahotel.com and asiawebdirect.com.

Mr Snodgrass also drew attention to another major change, in
that time-share operations have started to shake off their dubious
image with Sala Phuket's neighbour JW Marriott a good example.

"The term time-share is really becoming a bit passe' now. From
what I understand it's not time-share, you are actually becoming a
member of a club so you are buying holiday membership. I think it's a
good business model and I think it has proven to be very successful."

While the going is certainly good in Phuket right now, one
would not want to ruin it with unplanned and uncontrolled development.
Certainly Mr Snodgrass feels that some of the building codes could be
better implemented with greater sensitivity toward the island's
beautiful surroundings. "The reason people come here in the first place
is that it's a tropical island, so always consider that before you
carve out a new block of land and build a resort on it."

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